British luxury carmaker Jaguar has recently revealed their new electric concept car, the Type 00, in Miami. Despite the company describing the vehicle as having bold forms and exuberant proportions to inspire future Jaguars, critics have been quick to criticize the car’s bright colors, with some referring to it as “Barbie pink”. This unveiling comes after Jaguar’s recent rebranding efforts, which included a controversial advertisement featuring a diverse cast dressed in eye-catching colors deemed by some as too “woke”.
The Type 00, painted in Miami Pink and London Blue, features a long bonnet, sweeping roofline, and 23-inch alloy wheels, adding to the unconventional design and color choices. This rebranding and the new concept car have sparked a mixed reaction from the public, with Tesla owner Elon Musk questioning Jaguar’s focus on selling cars and political figures like Nigel Farage expressing doubts about the brand’s future success.
Jaguar’s managing director defended the bold changes, stating that the company aims to attract a new audience while retaining loyal fans amid a shifting automotive landscape. The production-ready version of the Type 00 is expected to be available by late 2025 and priced at over GBP 100,000. Financial analysts believe that Jaguar’s strategy to disrupt the market may pay off if they can convince enough consumers to buy into the hype. Overall, the company’s rebranding and the new electric concept car represent a calculated risk to stay relevant in the luxury car market.
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